Indian Express prepares to open location in Paradise
Jerry Joy, owner of The Indian Express in St. John’s, said that in the past six years, the establishment has experienced a lot of growth.
“I got my entry into the food industry in 2018. I started with a food truck and I haven’t stopped,” said Joy.
“The truck helped me to build my brand, and it’s where I gained my popularity from. The response was so good, I was able to open a storefront in 2021.”
Since opening his takeout location in the east end, popularity has continued to rise so much that he is preparing to open a second location in Paradise.
GROWING COMMUNITY
“I chose Paradise because there’s a growing community there,” said Joy.
He sees Paradise as an opportunity to further his reach.
“I have a lot of customers already driving from Paradise and C.B.S. to my east end location. That’s a lot of driving. I want it to be easier for customers,” he added.
He also sees it as an opportunity to find new customers who may not have tried his offerings before.
“There are a lot of younger families living in Paradise, and with more residential development on the way, I’ll be able to attract new people. To me, it makes sense to be here.”
‘DO SOMETHING DIFFERENT’
Joy didn’t say where he will be located in Paradise, but said if everything goes according to plan, he will open on May 1.
Customers can expect something similar to his St. John’s location, although he is hoping to expand his menu in Paradise.
“The main menu items will remain the same, but I do want to do something different,” he said.
“The new location is near walking trails, and in the summer, I know there are a lot of walkers. So, I want to create something to get that crowd while they’re out, something quick and easy.”
CONSISTENCY IS KEY
When it comes to challenges, Joy anticipates only one: ensuring consistency across two locations.
“I built my reputation off of being consistent. Customers say they crave the food because of the consistency. It’s important to me that I keep doing that,” he said.
Joy has already begun hiring for the Paradise location, and the sooner the new workers can be trained, the better, he said. He also plans to be present at the new location for the first few months to ensure its smooth operation.
“Once I see how things are, that staff are properly trained and can deliver the same service and quality, then I’ll start going back and forth between the two locations,” said Joy.
GRATEFUL FOR UNEXPECTED GROWTH
When Joy started in this industry six years ago, he never expected to experience this type of growth.
“I only concentrated on making good food, that was the only thing I had in mind,” said Joy.
“The response from the community is so positive, it’s like a high, and I don’t want to stop chasing that high.”
Excitement is building for the opening of the new location, he said.
“It’s like a newborn baby, there’s been a lot of sleepless nights and running around, but in the end, it will be so worth it.”